Managing Customer Experience - Marriott Hotel

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Added on 2020-10-04

Managing Customer Experience - Marriott Hotel

Added on 2020-10-04

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Managing CustomerExperience

TABLE OF CONTENTSINTRODUCTION ..........................................................................................................................3LO 1.................................................................................................................................................3P1. Value and importance of understanding the neds , preference and wants of targetcustomers group in hospitality sector..........................................................................................3P2 Identifying the different factors which drive as well as influence customer engagement ofdifferent customer target group within Marriott hotel................................................................4LO 2.................................................................................................................................................5P3. Creating customer experience Map for Marriott hotel ........................................................5P4. Analysing the way different touch points creates opportunities throughout the customerexperience in Marriott hotel........................................................................................................7P5. Examining the way digital technology is employed in managing the customer experiencein service sector ..........................................................................................................................9LO 4...............................................................................................................................................11P6. Illustrating the service strategies in particular service sector context ................................11P7. Demonstrating the way customer service strategies create as well as develop the customerexperience ................................................................................................................................12REFERENCES..............................................................................................................................14

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INTRODUCTION Customer experience can be referred to as the overall experience which customer havewhile making the purchase of goods or services from the company. It is basically a phrase usedto describe the relationship with customer have with organisation. In context of service sectorbusiness, such as hospitality providing good experience to customer is very much important inorder to maintain business sustainability.The study will have focus on highlighting the significance of understanding the need aswell as wants of customers in context of Marriott hotel. It is basically American Multinationalorganisation which manages broad Portfolio of hotels. Report will have focus on identifying thevariables which have influence on customer engagement. It also emphasizes on analysing theway touch points create opportunities throughout the customer experience.LO 1P1. Value and importance of understanding the neds , preference and wants of target customersgroup in hospitality sector.Customer experience management describes the way an enterprise maintain control of itscommunication with customers. It can also be considered to be as practice of designing as wellas reacting to customer response. An effective customer experience is very much essential inorder to increase sale. Marriott hotel is American multinational organisation operating business in hospitalitysector. It is very much essential for company to develop the understanding about the needs anddemands of customers, as it will assist them in identifying the best way of providing goodexperience to customers (Cook, 2017). Developing the understanding about the customers needsis considered to be as good tactics, as it will provide firm an ease in convincing customers thatthey need the products or services offered by organisation. Understanding the needs of customersis high valuable as it enables an organisation to build strong as well as sustainable relationshipwith their clients that is further crucial for growth of business. It will also help business entity inmeeting the expectation of clients which is very much important for long term sustainability ofbusiness. Understanding the needs of customers is also very much essential in order to providecustomers with high level of satisfaction. It also provides marketing team an ease in developing

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an effective plan for influencing people to buy specific products or services. In context ofMarriott hotel, developing understanding about needs as well as demands of customers is highlyvaluable in order as it provides management in taking important operational decisions. Thestrategy of understanding the customer need is highly valuable for Marriott hotel as it hasassisted an enterprise in gaining the customer loyalty. It is also the strategy which supports anorganisation in demonstrating that they have high level of concern about the different issuesfaced by clients (De Graaf and et.al., 2016.). Developing the understanding about the customertactics will also support firm in gaining the loyalty of customers. It is the strategy which hassupported Marriott hotel in providing the good experience to customers and helped firm inearning high revenue. The broad range of customer group in hospitality industry are :Business class people : These people have requirement of low cost rooms. In addition to this,they have need for meeting room, conference room etc. In addition to this, these people expectthe price of hotel room to be lower. People those who travel for the purpose of leisure they require entertainment facilities. Inaddition to this they expects quality services from hotel.P2 Identifying the different factors which drive as well as influence customer engagement ofdifferent customer target group within Marriott hotelCustomer previous buying experience with the organisation is considered to be as one ofthe important factor which has direct as well as significant influence on the customerengagement. Existing experience with brand is the factors which also have direct as well asignificant effect on the customer behaviour such as on their perception related to brand as wellas loyalty. In context of Marriott hotel, it is very much essential for management in anorganisation to address those factors which has great influence on customer engagement, as itwill assist them in identifying the suitable ways for engaging customers in business (Frambach,Fiss and Ingenbleek, 2016.). In context of the hospitality sector the factors which can influencecustomer are :Environment of hotel and organisational culture : It is considered to be as one of the crucialvariable which have significant influence on the customer engagement. In addition to this, thebusiness culture also has great influence on customers. In context of Marriott hotel, Positive as

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